Brand. Image. Message.Why and How to Make It Happen

Northern Illinois UniversityNovember 19, 2009

What is a Brand?

“Managing a brand for success has everything to do with understanding

who you are, and not apologizing for it and not trying to be something you’re

not.”

Steve Wilhite, Senior Marketing Officer, Volkswagen

What is a Brand?

• Answers not What or How, but Why an institution matters

• Is excavated, not created• Is authentic to your ethos and values• Is a permanent and generative

expression, not a short-term tagline• Crystallizes the core purpose of an

organization

What is a Brand?

“ When lived internally, and delivered sincerely externally, a true brand has the power to align culture and broaden the institution’s reach.”

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• Creates a sense of shared identity and fosters community among faculty, staff, students, stakeholders.

• Provides the foundation for a compelling, distinctive statement of identity that attracts and retains talent and inspires donors.

• Aligns organizational groups under a common and meaningful purpose.

• Guides the development of communications, programs and policies to form an integrated infrastructure that can accelerate the organization’s progress on strategic goals.

What is a Brand?

Building Your Brand

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•Understand your DNA--brands are built based on continuing relationships with stakeholders--know your history and what you’re about

•Consistency—brand identity is a cumulative experience

•Deliver your brand with every customer interaction

•Focus on your core audience

•Own a word or association within your customer’s mind

•Find your unique promise to the world

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Identify/Communicate NIU Brand Experience

Post-NIU Experience

Pre-NIU Experience

Key Constituents

Public

Media

Parents

Students

Gov’t/Influencers

Donors

Faculty

Students

Staff

Alumni

Employers

Other Schools

Alum Parents

Key Tactics P.R.

Web

Advertising

Word of Mouth

Personal Contact

Events

Internal Communication

Web

Advertising

Customer Service

Web

E-mail

Direct Mail

Telemarketing

P.R.

Advertising

NIU

Experience

Brand and Your Students Remember : A brand is an experience, not an identity.

Administrators must pay attention to the student as your most effective brand ambassador

• Attention to the development and delivery of a consistent, branded experience.

How do we want our students to feel at each juncture? Think of students as “lifetime” customers.

•Brand critical student ‘touchpoints:’ search, matriculation, retention.

Action Step: Identify touchpoint gaps. Empower a cross-functional team to address areas where experience is not aligned with brand values.

Does NIU Have a Brand?

• There are roughly 20 logos on current materials.• There are few defining statements in materials.• There is currently no university “boilerplate” in

use.• There are 10 different slogans in use on

materials.• Web site does not reflect most materials

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You Are Not Alone: Emory UniversityPrevious

SituationCurrent

Situation

Does NIU Have a Brand?

Brand Attributes Found in MaterialsHigh Quality Safe

Affordable Bargain Strong Academics

Personal Location Public

Does NIU Have a Brand?Frequently Used “Brand Statements”

“a state supported, comprehensive university”

“ranks as Illinois’ second largest state university.”

“Located in one of the most dynamic regions of the country, NIU is a comprehensive teaching and research institution with a diverse and international student body of more than 25,000.”

Does NIU Have a Brand?

Not Sure

Does NIU Have a Brand?Perhaps it is here: NIU Grads Get Great Jobs“NIU provides an affordable, quality education,

close to home. Our nationally-acclaimed academic programs provide hands-on learning opportunities with faculty who are focused on you. We are located in the middle of one of the world's most dynamic employment markets and have a vast network of alumni who actively recruit fellow graduates.”

Web site language

Brand Image Survey

The only way to “excavate” your brand is to ask key stakeholders to identify distinctive key brand attributes.

• They know you best• They have institutional memory• They care the most about your success

Brand Image Survey: Next Steps

• Stakeholders Complete Survey: Up-front input is critical. (Note on Process)

• Analysis of Survey Responses for Brand Attributes and “Reasons to Believe”

• Narrow attributes; small groups explore brand statements

Next Steps: Brand PlatformStaff takes the process to the next level:

Brand Attributes Positioning Statement Brand Story Elevator Speech Identify Audiences Value Proposition (each audience) Messages (each audience)

Brand Statement

Supporting the Brand Statement

• Message• PR• Materials• Advertising• Web Site

Most important activity is educating the Messengers

Worth It?

• We don’t have millions of dollars. . .so taking the time to develop branding and messaging for the materials we do have is important.

• A muddled image is not competitive. Today we are competing for every student.

• A weak brand can’t be overcome by “faking it.”

Worth it?

• Galvanizing faculty and staff around a brand they take pride in pays major dividends down the road.

• Students who see themselves in your brand become lifelong supporters.

• Word of Mouth is most powerful PR and Marketing tool . . .and that is fueled by your brand image.

Moving Forward

Discussion

&

Questions